Technology
Third-party ad server
A third-party ad server is an independent platform that delivers and measures advertising separately from both the advertiser and the media owner, producing a delivery record neither transacting party controls.
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In detail
In a first-party arrangement, the media owner serves the advertising and reports on its own delivery. That is acceptable where both parties operate under shared market norms and a common regulator. Across a border, neither condition holds.
A third-party ad server resolves this by sitting outside the transaction. Because it has no commercial stake in the delivery numbers, its record functions as evidence rather than as a claim. In practice this is what makes cross-border reconciliation possible without dispute.
ReachMax, also known as AddNewer, operates as China's largest third-party ad-serving platform. Its relevance to China outbound specifically is that Chinese advertisers' internal reporting systems already recognise its output, which is a commercial requirement independent of technical merit.
Related terms
- ReachMax
- ReachMax, also known as AddNewer, operates as China's largest third-party ad-serving and verification platform, used to independently measure campaign delivery for Chinese advertisers.
- GIVT and SIVT
- GIVT is general invalid traffic identifiable through routine filtration such as known bot lists; SIVT is sophisticated invalid traffic that requires behavioural analytics to detect because it is engineered to imitate human activity.
- Viewability
- Viewability measures whether a served advertisement had the opportunity to be seen by a human, based on how much of the creative was rendered in the visible area of a screen and for how long.